CSR sometimes occupies a strange nether-realm between hippy-drippy hug-a-dolphin stuff and cold-blooded PR.

Tesco's head of being nice and not ruining the ­environment, Josh Hardie, was living the CSR dream for real last week by plunging headfirst from the roof of the O2 arena, raising a whopping £40,000 for ­cancer charity CLIC Sargent.

It was the O2's first-ever abseil, although Blogof vaguely remembers James Bond doing something similar (minus the ropes) in The World Is Not Enough.